We got an up close and personal demo of some of the features that set the Moto X apart. Motorola says the X was designed to respond to you, even when you're not holding it - you can always trigger a voice command, you can get a glimpse of missed notifications and even launch the camera quickly with a shaking gesture.
Here's how that works (and keep in mind we were shooting in a busy, noisy showroom but the Moto X was undeterred).
There's another way the Moto X adapts to you - if you go to Motorola's site you can use Moto Maker to fully customize the phone before purchase. "Designed by you and assembled in the US," says Motorola proudly.
Here's how it works. You can buy the phone is either black or white in store, but if you would like to make use of the customization service, you can go online and order your phone. You have a choice of black or white for the front and up to 18 colors for the back panel and 7 colors different accents. There are two types of cases in different colors and Motorola is also offering a choice of Sol Republic Tracks or JAX headphones, matching the color of the back of the Moto X.
Here's a walkthrough of the Maker that shows the variety of options you can choose. There really is a ton of options, so to keep them from overwhelming you Moto organized everything into neat categories. You can view your creation from many angles before you hit "buy". Once you do, Moto will deliver your device in under four days (in the US where it's assembled).